Is Wine To White? The Challenge of Generation Z and How To Meet It

Greetings VinoVossers! For some people getting older is good news, as it means that they become old enough to legally purchase and drink alcohol. However, this rite of passage into adulthood can also signify a change in the dominance of a generation within the market and usher in changes in consumer behavior. Join us today as we examine the rise of Generation Z and how those of us who make and market wine can adapt to it.

WHO IS GENERATION Z?

People belonging to Generation Z, who are also of legal drinking age, were born between the years 1995 and 2002. Generation Z succeeded the Millennial generation, who were born between 1977 and 1994. These two groups are growing in significance, and from 2025 62% of the US population will be Millennials or the younger Generation Z. Together they will be the bulk of the market and its future.

Members of Generation Z, who are of legal drinking age, were born between 1994 and 2002. (Photo by Zyanya BMO on Unsplash)

WHAT MATTERS TO GENERATION Z?

Generation Z exhibits many trends. Key among them is its awareness and support of social issues. 46% of Generation Z admit to being more likely to purchase a company's product if they are supportive of ethnic minorities while 36% would be more likely to purchase a product if its producer was supportive of the LGBT+ community.

Generation Z are drawn to brands that support social issues. (Photo by Markus Spiske on Unsplash)

HOW GENERATION Z IS DIFFERENT

If you used just one word to encompass Generation Z, it would be diversity. 53% of Generation Z members have an ethnic background involving two or more races. This is a dramatic uplift from 22% of the Millennial generation who were multi-racial, and a significant shift from the 13% of the Boomer generation who met this criteria. Is it any wonder why the support ethnic minorities when there is a strong chance at least one of their parents was part of one?  

WHY WINE NEEDS TO BE MORE DIFFERENT TOO

Generation Z view consumption as a means of self-expression. This view stimulates demand for more personalized products, capable of signifying the different senses of self found within Generation Z. In order to become a beverage which Generation Z chooses to express its sense of self, wine must become more diverse to align with this generation as a whole. To be seen as a product that reflects Generation Z wine must be seen to be made by, sold by, and consumed by a much wider range of people. It is a difficult challenge for an industry which has only barely begun to pay attention to the role played by women, workers and consumers alike, within it. Yet try the industry must, and soon.

In order to promote itself to Generation Z members, wine must show itself to be as diverse as they are. (Photo by Clay Banks on Unsplash)

FAMILY FIRST

The wine industry also needs to diversify how they promote wine to the next generation of drinkers. As a group, Generation Z are 12% more likely, than the entire population of legal drinking age, to purchase something that has been recommenced by friends or family. To get the attention of Generation Z, you need to get the attention of others in their orbit.    

The wine industry is highly traditional. Wine is made in the manner of our grandfathers using grape varieties, tied to regions, governed by rules resulting from the observations of our great-great-grandfathers. Too often the industry assumes that this legacy of tradition has an allure that will draw people to it. This is not the case for Generation Z. Wine must go to them.

DEMONSTRATE INCLUSIVITY BY HAVING SOMETHING FOR EVERYONE

Staging in-store tastings, in outlets where Generation Z over index, including Trader Joe’s, Whole Foods, and BevMo! Is one way of gaining access to Generation Z and those in their orbit. The other Generation Z trait worth remembering is that 45% of Generation Z abstain from drinking alcohol. Yet, they still like to socialize just as much as previous generations. Adding a dealcoholized product to your range, or including one at an in-store tasting is an inclusive measure that can help gain their attention and their trust. Generation Z members who drink may show loyalty to a brand that caters for them, and for their non-drinking friends.

IT IS TIME TO CELEBRATE WHAT IS AT THE CORE OF WINE

No matter what generation you are a part of why not celebrate the diversity inherent in the myriad of countries that produce wine from a plethora of grape varieties in a multitude of styles tonight by searching for you next bottle on VinoVoss. Cheers!

Matthew Cocks